Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Pfizer has launched a major US social media campaign to kick-start a conversation about ageing and help it learn more about how Americans of all ages are tackling the issue.
The pharma company's long-term Get Old initiative includes Facebook and Twitter presences, which will run alongside a bespoke online community.
This community offers users information tailored to how they feel about getting older – optimistic, angry, prepared or uneasy. With echoes of the question Twitter originally asked its users (What are you doing?), Pfizer's Get Old site has “a simple, but profound question” – How do you feel about getting old?
The site will also allow users to share and view stories, photos and videos about getting old, and even vote on how they feel about ageing.
The company hopes that knowing more about how people cope with ageing, whether themselves, for their families or in society in general, will give it a better steer on how to respond to the issue.
“This critical information will help inform the unmet needs related to aging and what role the company and its partners can play to help people live longer and better lives,” Pfizer said in a statement.
Even before this demographic shift began, the 2010 US census showed Americans aged 65 and over formed the largest segment of the population for the first time. In the 10 years to 2010, the over 65s grew at a faster rate than the total population to number just over 40m people.
Reflecting this, one of the PR hooks for Pfizer's campaign is research showing that, with 10,000 Americans turning 65 every day, people over 50 look forward to their 'golden years'.
Chief medical officer Dr Freda Lewis-Hall said: “We all have one thing in common – each day we get older. At every age and stage of our lives, we can make choices and take actions that will help us live longer and better. There are so many positive role models today who are changing how people think about ageing.
"There's a huge opportunity to support the shift that's underway. At GetOld.com, we want to hear what people want and need to live better and healthier and create a forum for dialogue on what it means to 'get old' today.”
Pfizer has partnered with over a dozen US patient groups for the launch, including the Men's Health Network, National Coalition for Cancer Survivorship, Society for Women's Health Research and WomenHeart: The National Coalition for Women with Heart Disease.